All change involves risk. Change that is truly innovative requires understanding and awareness. Research helps minimize the risk inherent in the decisions around innovation. For the school leader or educator, research provides the intelligence to make informed decisions based on real needs and parent expectations. Awareness of what parents (and students) want allows us to respond to those needs and wants rather than simply guessing at what may be needed or well received. David Urban and Paul Neal from Charter Oak Research address market research for school innovation in this presentation.